Google is reportedly quietly ‘deprioritizing’ and rebranding Stadia

videogameschronicle.com:

Google has reportedly started quietly deprioritizing Google Stadia, and exploring new ways to integrate its streaming tech into other areas of its business.

According to Business Insider (paywalled, transcribed by VGC), since announcing the closure of its internal studios last year, Google has “shifted the focus of its Stadia division largely to securing white-label deals with partners that include Peloton, Capcom, and Bungie, according to people familiar with the plan”.

The publication goes on to claim that the company is “shopping the technology to partners under a new game: Google Stream”.

Google is reportedly attempting to “salvage” the technology that allows players to stream games such as Destiny 2, Red Dead Redemption 2 and more at low latency.

The report claims that the Stadia consumer platform, meanwhile, has been “deprioritized” within Google and that the company has a “reduced interest in negotiating blockbuster third-party titles.”

One of the new homes for the Stadia technology is reportedly the fitness giant Peloton, which it’s claimed is a focus of Google’s efforts. This would allow users with Peloton bikes to play games while on the machines.

A more traditional gaming partner, Bungie, has also been in discussions with Google. Part of Google’s pitch was reportedly for Destiny to become “a platform of its own”. It’s unclear how Sony‘s recent $3.6 billion acquisition of Bungie will affect these negotiations.

Capcom, publisher of Resident Evil and Monster Hunter, is also said to be in talks with Google about potential integrations with the Stadia technology. This would include running demos for upcoming Capcom titles on its website.

Player retention is reportedly a “huge problem” for Google Stadia. Business Insider